MKW3440

Marketing strategy

(BUS)

Mr Mike Willis; Malaysia: Dr Mohd. Sadiq Sohail

6 points + 2-hour lecture and 1-hour tutorial per week + OCDL, approximately 12 hours per week + First semester, Malaysia + Second semester, Berwick, Gippsland + Prerequisite: MKW2420

Synopsis: Corporate strategy and marketing strategy, strategic perspectives on buyer behaviour, strategic use of marketing mix variables such as communication, pricing, distribution, product, external and internal decision environments, market position and analysis, corporate and marketing strategic direction, managing marketing strategy - planning and control.

Assessment: Distance (assignment one - case study of 3000 words, 20%; assignment two - case study of 3500 words, 40%; examination of 3 hours, 40%): 100% + on-campus (assignment one - case study of 3000 words, 15%; assignment two - case study of 3500 words, 35%; tutorial case study presentation, 10%; examination of 3 hours, 40%): 100%